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Author Archive | Amy Hebdon


How to Do Location Targeting in 2018

I’m sitting here thinking about location targeting, and I’m getting nostalgic. (As one tends to do when one thinks about location targeting, am I right?) Okay, so maybe it’s just me. Definitely, it’s just me. But I want to tell you about location targeting and how to make the most of it. And in order […]

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Podcast Episodes (2)

How to use Auction Insights to Get Answers

You’re listening to the Paid Search Magic podcast, your weekly deep-dive into search engine marketing, AdWords, client management and so much more. This is episode number 21, and I’m your host, Amy Hebdon.   In this week’s podcast, we’re talking about Auction Insights. This is a free tool within the AdWords interface that plenty of […]

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Are you missing out on the YouTube Ads Gold Rush?

The time has never been better to run video ads.   You’re listening to the Paid Search Magic Podcast. Your weekly deep dive into Search Engine Marketing, AdWords, client management, and so much more. This is episode #20, and I am your host, Amy Hebdon. On today’s episode, we’re going to talk about how to […]

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Blindsided by Black Friday

  In this week’s mini-episode, Amy & James are discussing how to adjust your ads and spend to during Black Friday. They’ll also get into some tips on taking advantage of the increased traffic, and changes you may need to make during the insanity. Even if your business isn’t brick and mortar, there are still […]

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The Magic of Segmentation with Amy Hebdon

In today’s episode, Amy is talking to herself for a change! Segmentation is something she gets super excited about, so this episode won’t be lacking. She’s talking about what segmentation is, how to get really good at it, and how not to get lost in it.   Highlights & Takeaways: Segmentation is what allows you […]

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Emily Emmer Podcast

Variance Testing & Conversion Rate Optimization with Emily Emmer

Today, Amy is challenging Emily Emmer to break down some preconceived notions around conversion rate optimization. Emily is talking about achieving organizational goals, understanding and using your data, and much more.   Highlights & Takeaways: Conversion rate optimization often goes hand-in-hand with analytics The job of a conversion rate optimization strategist is simply to make […]

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Podcast Episodes 11

PPC, CRO & Mobile – with Bryant Garvin

Today, we’re talking with Bryant Garvin about all things CRO. With over a decade worth of experience, he’s got a ton of insight to share. Highlights & Takeaways True CRO is about optimizing the user experience and user interface throughout the entire process. Sending qualified traffic isn’t enough. If the users aren’t converting, it seems […]

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Are you missing out on the video ad gold rush?

The time has never been more right to run video ads. The problem with paid digital ads is that you don’t have much space to capture attention, promote your brand, present your offer, and drive action. Can it be done? Yes, and profitably. But it’s not the only way to introduce your brand online. What […]

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Research-Driven A/B Testing with Nick Disabato

  Today Amy is talking with Nick Disabato about research-driven A/B testing for PPC marketers. Nick runs a CRO agency that specializes in A/B testing for growing businesses, and he’s authored a book about interaction design. He’s got a unique approach and ability to solve expensive problems businesses are facing, and he’ll share his thought […]

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The Power of Supermetrics

At Paid Search Magic, we’re big fans of Supermetrics. It’s allowed us to streamline reporting across different channels so that everything – pacing, performance, spend, forecasting, etc is all in one place. As we’ve implemented Supermetrics, we’ve let go of different paid reporting and tracking solutions, saving us (and our clients) a lot of money. This […]

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Ad Extension Examples

While a regular text ad is limited to a headline & description, you can “extend” your ad to include much, much more by using ad extensions. Here’s a sample ad for the fictitious Emerald City Fitness in its ad extension glory: Quick Tips for using Ad Extensions Ad extensions are not guaranteed to run, so be sure […]

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ELI5: How does Paid Search Marketing work?

I was recently asked for a good, basic ELI5-style answer to the question “How does paid search marketing work?” If you’re not familiar, ELI5 (“Explain Like I’m Five”) is a popular subreddit where people request responses that are “friendly, simplified and layman-accessible explanations – not responses aimed at literal five-year-olds.”  Here’s my attempt at a clear, […]

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How Important is History in AdWords?

A lot of people are afraid of deleting or even changing elements of their PPC campaigns for one simple reason: They don’t want to lose their history. It’s such a common concern that people are guided by it without even thinking about it. In this article, we’re going to think about it. Just how important […]

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What the Heck is a Conversion?

When I meet with clients, I always like to explain that instead of focusing on secondary metrics (like impressions or clicks), it’s better to look at business goals – primary metrics such as conversions. Problem is, most people don’t know what that means. “Conversion” can mean many things I’ve been speaking the language of “PPC” for […]

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How to Target Household Income in AdWords

In my opinion, targeting household income in AdWords is one of the ultimate easter eggs. It’s not hard to do, but it’s very, very hidden (under the Location targeting in Settings). Adding household income data does not actually create new targeting in your account, it just creates a new segment you can take action on, […]

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The Myth of the 20-Minute PPC Workweek

The first time I saw a tutorial promising a 20-minute workweek for PPC management, I took notes. Even though I had several years experience running AdWords accounts (in retrospect, I probably had more experience than the guys doing the training), I’m a sucker for a codified instruction guide for paid search. A typical 20 minute […]

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The Dark Magic of Conversion Copywriting with Joanna Wiebe

This episode is called the Dark Magic of Conversion Copywriting, but it’s a bit tongue-in-cheek. I’m talking with Joanna Wiebe, who is the original conversion copywriter. She’s also the founder of Copy Hackers and Airstory. and has optimized copy for Wistia, Buffer, Crazy Egg, Neil Patel, Shopify, Rainmaker and countless others. Take-Aways and Highlights Conversion copywriting […]

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Matt Umbro

Ad Copy Wizardry with Matt Umbro

Today we’re talking to Matt Umbro about how to write richer, specific, and more compelling text ads by using ad extensions, extended headlines, ad customizers, and dynamic ads. Matt is the founder and moderator of PPCChat, a weekly twitter conversation on paid search related topics. He’s a Senior Account Manager and Head of the Community […]

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The Future of Search with Will Critchlow

On this episode of the Paid Search Magic podcast, we’re talking to Will Critchlow about some really fascinating advancements in the field of machine learning, and how paid search marketers can benefit from understanding these changes. Will is CEO of Distilled – a company he founded in 2005 with Duncan Morris. Distilled provides online marketing services […]

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Create Magic PPC Content with Johnathan Dane

Today we’re talking with Johnathan Dane about creating magic PPC content. Johnathan has some great strategies for how he creates content that’s engaging and sharable, how he promotes that content to get in front of hist target audience, and how it helps grow his business.  Find out how you can do the same. Take-aways and […]

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Paid Search Magic Manifesto

Welcome to Paid Search Magic, this is Episode 1, where I introduce you to what this podcast is all about. Takeaways & Actionable Insights Paid search is a powerful tool to drive fast results in magical, creative ways. The intention of this podcast is for you to feel inspired, confident, and motivated. A negative, fear-based approach to teaching […]

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